Many young people want to buy more organic products in the coming years, a new analysis shows.
Many young people want to buy more organic products in the coming years, a new analysis shows. But if this interest is to be translated into action, it must be easier to find organic products in stores.
There is great potential for more organic products among young consumers.
76 percent of 18-34 year olds currently buy organic food either always, often or sometimes. At the same time, 61 percent of 18-34 year olds expect to buy more organic food in the next 1-3 years.
This is shown by an analysis conducted by the Danish Ministry of Agriculture and Food based on figures from Norstat. It also indicates that young people have not necessarily made organic a permanent habit yet. For many, organic is chosen when it fits into everyday life and when the products are available.
Retailers should take this seriously, says Kirsten Lund Jensen, Sector Director for Organics at the Danish Ministry of Agriculture & Food.
“The figures show that young people want organic food. But organic food also has to be accessible. It’s no use for consumers to look for Danish organic strawberries, potatoes, cutlets or other products and then they’re not on the shelf”, she says.
When consumers disregard price, they particularly point to better accessibility, greater variety and more locally produced organic products as what can make them buy more organic.
27 percent respond that they would buy more organic products if availability improved. 23 percent point to greater variety in the range, while 22 percent demand more locally produced organic products.
Among consumers who already buy organic often or always, the desire is even clearer. Here, 45 percent respond that better accessibility could make them buy even more organic.
“Many good organic products are produced in Denmark. That’s why I’m surprised when consumers say they can’t find them in stores. We have both farmers and companies that are ready. That’s why my call to retailers is clear: Put more organic products on the shelves and make them easier to choose”, says Kirsten Lund Jensen.
The analysis also shows that young people demand more knowledge about ecology.
Among 18-34 year olds, 25 percent say that more knowledge about the difference between organic and conventional production could make them buy more organic. At the same time, almost one in three young people answers “don’t know” when asked about animal welfare in organic production.
According to Kirsten Lund Jensen, this indicates that organic food should not only be more visible in stores, but also be better explained.
“Young people are open to organic food, but many also want to understand what they are paying for. That’s why we need to get better at explaining what organic food contributes – including when it comes to animal welfare, nature, biodiversity and consideration for the environment and drinking water,” she says.
According to the analysis, the most important reasons for buying organic are the desire to avoid pesticide residues in fruit and vegetables, consideration for the environment and drinking water, and better animal welfare. 49 percent point to pesticide residues as an important reason, while 28 percent point to the environment and drinking water, and 27 percent emphasize animal welfare.
Young people also differ in that they are more likely to demand organic solutions that fit into a busy everyday life.
22 percent of 18-34 year olds say that a greater selection of organic food on the go could make them buy more organic food. 12 percent point to better opportunities to buy organic ready meals.
“Organic food should not only be something you choose when you have plenty of time at the supermarket. It should also be an option when you are on your way to study, work or need an easy solution for dinner. If we want to reach young people, organic food must be available in their everyday lives”, says Kirsten Lund Jensen.
Overall, 51 percent of Danes expect to buy more organic products in the next 1-3 years. Among consumers who expect to increase their organic purchases, they expect to buy more organic vegetables, meat and meat products, poultry, and fruit and berries in particular.
The analysis was conducted by the Danish Ministry of Agriculture & Food based on analysis figures from Norstat in May 2026 among 1,506 Danes. The survey is nationally representative in terms of gender, age, region and education.
Selected results:
• 76 percent of 18-34 year olds always, often or sometimes buy organic.
• 61 percent of 18-34 year olds expect to buy more organic in the next 1-3 years.
• 72 percent of students expect to buy more organic in the next 1-3 years.
• 27 percent will buy more organic if availability improves.
• 23 percent will buy more organic if there is more variety in the range.
• 22 percent will buy more organic if there is more locally produced organic products.
• 25 percent of 18-34 year olds indicate that more knowledge about the difference between organic and conventional food.
